Sephora Harika

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Sephora Direct- Social Media

Sephora’s initial forays into social media began by enabling users to post product ratings and reviews on Sephora.com. The direct team believed that ratings and reviews could lead to desirable outcomes: improving site conversion from shoppers to buyers. Sephora’s customers were posting reviews on other e-commerce sites such as Amazon.com for the products they bought at Sephora. Sephora contracted with a third party Bazaarvoice and received an overwhelming reviews and ratings. By September 2010 there were over 1 million product reviews posted with an average rating of 4.2 stars out of five.

Facebook:

Sephora’s ratings and reviews boost up the company’s confidence to spread its wings across other areas of social media. This resulted in an exponential growth from its Facebook “fan page” where its clients could communicate with the company online. By late 2009, it attracted over 300,000 fans to its Facebook page. It offered a flat 10% off on next purchase for its Facebook fans. It was estimated that Sephora incurred approximately $50,000 of direct costs to run the promotion. According to a survey conducted by Sephora in 2009, they found that 24% of respondents were uncomfortable to ask beauty queries on Facebook. They were rather interested in a central place to ask questions on Sephora.com. Sephora direct team thus decided to build its own Q&A forum with a vision of having safe and private environment to post their queries and receive quick response.

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Twitter:

Sephora used twitter for its promotions, contests, events and other timely information. Sephora clients also tweeted about Sephora when they came across a new product or a new promotion.

Online Video-YouTube:

Sephora uploaded videos on You Tube, way back since 2007 as You Tube was the largest video sharing site and could reach a larger audience. Sephora flourished worldwide and created its official You Tube channel. They filmed their videos showcasing various makeup tutorials which attracted million viewers.

Mobile:

The Sephora’s mobile consumer experience was just a click away and lead to substantial increase in the number of users visiting Sephora.com. Mobile shopping proved to give a step rise on its sales. Later was developed the Sephora App which eased down the shopping furthermore.

Recommendations for reaching their target consumers:

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